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Category Vision 3.1

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Vanessa Andrews

on 7 October 2011

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Transcript of Category Vision 3.1

Heineken Category Vision It's about TRANSFORMATION for CONSUMERS for SHOPPERS for HEINEKEN for CUSTOMERS A new way of seeing the category To a shopping great experience “When I am out with friends, beer is a great drink for all of us.”
“Beer is my no 1 choice for more regular good time occasions with my male buddies.”
“I choose beer for those rewarding moments.”
“I want to broaden my repertoire and explore the full breadth of tastes the category has to offer.”
“It’s important to me to ensure that what I drink makes me stand out from the crowd and look good.”
“I want a beer without the worry that it is bad for me and I don’t want to feel guilty…”
It's about identifying consumer-led growth drivers It's about developing activation platforms to unlock the growth (embed video) It's about following PoP guidelines to win in outlet From poor deals Taste-defined NPD Clear Taste communication on shelf Taste Experience in outlet Taste experience in store
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